Last September, the stylish panorama of London high-street fashion has welcomed a new, well-known, entry: Victoria Beckham, ex Spice Girl and winner of “Brand of the Year” Award at the last British Fashion Awards. During the Christmas holidays, we spent an afternoon in her very first store.
Located in Dover Street, among Georgian architecture buildings and contemporary art galleries, the Victoria Beckham store almost looks like a mausoleum, with no display windows, just semi-transparent red glass and a huge grey sliding door. The first impact is quite cold and strange, but, as we approach the huge door, curiosity gets high.
It’s clear that Victoria wanted to put a little bit of herself in everything, not only in the collection. More than a store, a true art gallery, elegant and luxurious, in which every product is on display, just like a unique and precious work of art. The garments, carefully placed on shelves and hanger of minimal style, are supervised and repositioned every minute by the personal shoppers of the former Posh Spice. A grand, scenographic staircase leads to the second floor, where a large screen alternates black and white old Disney movies with the latest fashion show. A very elegant shop, filled with clothes and accessories of true luxury and huge fitting rooms you would never want to leave. Visiting Victoria Beckham store feels just like looking at the fashion world through the eyes of the Posh Spice.
An interesting aspect of the store is the lack of a desk, replaces by iPads which arrive to the sofas, where customers can pay the products in the most comfortable and relaxed way, completing their shopping experience at the very best. A store that looks much more like an art gallery and definitely leaves its mark: a shopping destination that deserves a visit by any fashionista out there and an experience we sincerely recommend to anyone coming to London in the next months.